We just finished talking about Step #1: Find the attorneys.
The next two steps will show you how to develop a relationship with the attorneys:
Step #2: Send them your book.
Step #3: Follow up and start building a relationship.
Let’s go through them together.
Step 2: Send Them Your Book.
Grab your book and put it inside a bubble wrap mailer. There’s an example in our New Members Guide.
You can buy 250 6×10 envelopes for $40. When you send out your book, write up a quick post-it note and stick it on your book.
Just say: “Hey, I noticed you helped a lot of people with their probates, divorces, et cetera. I decided to send you a copy of my real estate book. It’s something your clients might find helpful. If you ever need an agent that will look out for you, let me know.”
It’s that simple.
Why is the book important?
One of the things you probably know as a Realtor is that when you recommend an inspector or mortgage lender, you expect them to be competent. If they’re not, it makes you, the Realtor, look bad. You’re not going to recommend somebody unless that person does a good job and has a proven track record.
I’ve had home inspectors who missed something on the inspection. It wasn’t fun. It’s the same for the attorneys. They want to make sure they recommend a competent agent. Sending out the book shows that you’re not only competent, but an expert. It makes the attorney feel more confident recommending you.
They may even give your book to one of their customers. If you use a book specifically targeting their clients — our divorce book or inherited homes book — it makes them look good for recommending a divorce or inherited home expert.
Step #3: Follow Up And Start Building A Relationship.
One of the agents on the webinar put it this way: “You have to look at the attorney as your customer. You’ve got to give them updates. You’ve got to give them communication.”
Let’s imagine you refer a borrower to a lender. The lender does a great job for the borrower — but they don’t do a good job for you. They never return your calls.
They don’t keep you updated. Now, even if they do a great job for the borrower, you might not be happy with them. It’s the same thing with attorneys. You’ve got to look at the attorney as the referral customer.
Here’s how you approach them: You want to say, “Look, I’m easy to work with. I’ll take care of you. I’ll respect you, and I’ll be easy to get along with. I won’t cause problems. I won’t throw you under the bus. I’ll keep in touch with you through the entire process and let you know what’s happening.”
And then ask them, “Have you worked with any Realtors who were difficult to get along with?”
If you can get them to say “Yes,” then you’re on the right path.
As soon as you can get them to admit that other agents didn’t communicate with them, didn’t take care of them, or — in extreme cases — stabbed them in the back, you should make your move.
Say, “I want to be your go-to Realtor. I want to work with you and make sure your needs are being met. I’d love to show you how easy I am to work with. Do you have some time to go out to lunch?”
That’s how you build a relationship. Focus on what they want. Ask them questions. Find out what they want so you can figure out how to sell them.
Ask them these questions:
- If you were looking for a specific agent to recommend to your sellers, what kind of agent would you prefer to work with?
- What do you want an agent to do for you so you can feel comfortable referring your customers to them?
Chances are, they’re going to say, “You know what? I really don’t ask that much. I just want someone who’s going to call me back and who’s going to be understanding if there’s any issues with the probate process or if something gets delayed.”
And just like that, you’ve got your “in” referrals from that attorney.
Once you figure out what they want, offer them a solution that will solve their problem. Once you’ve gotten to that point, you can offer them some more books.
Tell them to pass your book on to any clients thinking about selling.
Which book should I give them?
As a general rule, I recommend giving them what I call our business card book, The Secret of Wealthy Home Sellers. This book shows buyers how to sell their homes quickly for top dollar. It divulges secrets every home seller needs to know.
You can target lots of sellers with this book. It doesn’t apply to only an exclusive group.
Some attorneys that specialize in divorces also handle other aspects of law. You can always hand them a book focused on their primary niche, but you limit the number of clients to whom the attorney can give your books.
And this way, if you don’t give all of your books to the attorney, you can still use them with Expireds, FSBOs, Old Expireds, Pre-foreclosures, etc.
The business card book can also have far-reaching results.
If someone gets a divorce and they have a copy of your divorce book, it’s going to be less useful to them and people they may want to refer to you in the future.
That’s not to say the inherited and divorce books aren’t a valuable resource. If you want to focus all of your attention on a certain niche, having a book specifically targeting that niche can give you a major advantage over your competitors.
Once you’ve sent out your books — you’ve done the easy part — it’s time to go out and start building relationships.
Don’t let fear get in your way.
Meeting new people can be intimidating, especially with a potential goldmine of listings on the line.
I just did something pretty scary recently. I joined the Cub Scouts for my son. I volunteered to host the meetings myself. I admit, I was a little nervous about it. I worried I might not run the meeting correctly, and I was scared of looking stupid.
The first two or three times we held the meetings, it was a little uncomfortable. But now that I’ve done it a few times, it’s easy to do.
The first two or three times you talk to an attorney, it’s going to be a little new and uncomfortable — maybe even a little bit scary. But if you want to have tremendous success, especially in real estate, sometimes, you just have to push through the fear.
Down the road, when you’ve got 20, 30, 40 attorneys that like you and are happy to refer their customers to you — you’ll be thankful you took the leap.
Here’s something I’ve found helpful when I’m trying to do something that’s a little bit scary. There’s a whole book about it. It’s called the five-second rule.
Let me just give you a quick summary of how it works.
Let’s say I’m going to call 10 probate attorneys. I’ve mailed all 10 of those probate attorneys my book. Even still, it’s a little bit scary.
What if they laugh at me? What if they say I’m stupid? What if this happens or that happens? Here’s what you can do: Instead of focusing on the scary stuff and delaying your calls, start counting down from five. When you reach zero, pick up the phone and dial.
Counting down puts you in the right mindset and eliminates the anxiety preventing you from picking up the phone.
Another way to alleviate your fear is to stop thinking about things from your perspective. You may be thinking, “I want to get some referrals. I want to get some listings.”
Instead, think about things from their perspective. “You know what? This attorney probably wishes that they had an agent that took care of them.”
Start envisioning it. The attorney could be sitting there, frustrated because they just got screamed at by an agent working with one of their clients. You could be the breath of fresh air they need.
This process isn’t going to return overnight results.
You’re not going to get 30 attorneys referring you business by next week, but if you start today, within three months, six months, or even a year, you can build up a solid base of attorneys who refer their clients to you.
Here’s something else to think about: If you’ve got a bunch of attorneys in town who have worked with you and know you’re easy to get along with, they’re going to refer you to other attorneys, who will then refer their clients to you. If you establish a good reputation, your days of endless prospecting could be over.
This could be a really great opportunity to build a business where you don’t have to hunt for fresh leads every single day.